Success StoryGorilla Social Media Marketing

Gorilla Social Media Marketing

Author: Lindie Huffman

Planning Unit: Pendleton County CES

Major Program: Local Food Systems

Plan of Work: Building a diverse economy that emphasizes the importance of entrepreneurship and small business and community development

Outcome: Intermediate Outcome

As Kentucky was faced with quarantine and lock-downs, residents became even more reliant on social media to feel connected with the world. Extension shifted its focus to communicate with clientele through various electronic communications, with a big focus on Facebook. Pendleton County ANR Agent began using gorilla targeted marketing techniques that offered clientele short-notice of programming to keep some excitement and bring forth opportunities to complete at-home projects, establish home gardens, and also get a sneak peek of the goods at Farmers’ Market.

The Pendleton County Farmers’ Market saw tremendous growth and sell-out weeks in response to the #PCFMmarketpreview with #lindiecountyagent. Reaching on average 700 people weekly, with a total of 34.5K reach over the last 14 months. The Facebook Live market previews introduced new audiences to the diversity and freshness of the market, brought forth new clientele, resulted in sell-outs every Saturday for two months, and left the viewers feeling connected in a very disconnected world. Multiple customers each week sought out the #countyagent to say “I’m so glad you went you live! I wouldn’t have got out of bed this early” or “My kids saw your video and demanded we get to market to get that Maple Syrup”.

The market was not the only program to benefit from these in-formal, educational, and often entertaining strategies. Garden Kit Drive-Thru, which was established in response to the pandemic, has seen two successful years of garden starter kit distribution. Two days prior to the giveaway Facebook served as the only source of promotion for the program. Utilizing the event feature, Facebook Live, and general posts a total social media reach of 8,087 with an average of 539 per post and actual participation in the program of 252.

Social Media Marketing has proven to be an important component of Extension outreach and marketing. Through general social media marketing efforts of #Lindiecountyagent in cooperation with PCEO staff, since the pandemic began on March 16, 2020, 99,211 have been reached through these efforts. An average of 627 was reached per post, and social media increased awareness of Extension as a resource and brought forth new clientele. For reference, the population of the county is 14,590.

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